2021 will be a year of transition toward the resumption of domestic and international travel as the vaccines are rolled out globally, nationally and locally in BC. Destination BC has developed a marketing recovery plan which will be initiated once the Provincial Health Officer lifts the current travel restrictions in British Columbia. A full three-year marketing strategy and annual 2021 plan is available to all BC tourism organizations by emailing Marketing.Plan@DestinationBC.ca.
For destination marketing, Destination BC uses a proprietary consumer journey model based on the key path to purchase stages.
Our primary role is to Captivate the interest of our target high-value travellers (residing outside of BC) by creating an emotional connection to Super, Natural British Columbia® through compelling brand storytelling. Once we have their attention and BC is on their destination dream list, we then deliver planning content via digital channels. This triggers the traveller to actively investigate BC and start planning a trip. This is what we call the Activate stage. The next stage is Generate, where Destination BC connects the traveller to BC tourism partners that are best positioned to provide detailed experience and product information in order to close the sale. The Advocate stage is all about encouraging the sharing of experiences during or post-trip to inspire others to visit as well as driving repeat visitation.
For our consumer-direct programs in 2021, Destination BC will focus primarily in domestic markets. Since awareness is high in Canada about travel to British Columbia, DBC will focus primarily on Activate, Generate and Advocate stages to drive interest, travel planning and trip booking actions.
In our international markets, given that it is expected that borders will not open until the second half of 2021, Destination BC will work primarily with international travel trade and travel media to generate interest and travel to BC in 2022.
To find out more, please e-mail Marketing.Plan@DestinationBC.ca and request a copy of our 2021-2023 Global Marketing Strategy and 2021 Plan, available to our British Columbia tourism industry partners.
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